Posts Taged sales-skills


Do you have the skills that will make you massively successful? Are you making the most of them? The people who are compensated the best in life are highly skilled and highly specialized. They perform few functions, but the ones they do are performed exceedingly well, and they are paid handsomely for performing them.

Let me share an example. When my father had open-heart surgery, he was blessed to have an excellent heart surgeon. That was exactly what this doctor did — heart surgery and only heart surgery. Of course, there were many other steps to the process, and the surgeon had a skilled team to handle those other steps. There was an anesthesiologist who put my father to sleep. There was another surgeon who retrieved a vein out of my father’s leg and prepared it for by-pass. There was another surgeon who opened the chest cavity and readied the heart. After all those functions were complete, the heart surgeon stepped in for his part. He completed his sections of the surgery and then left the rest of the team to complete the operation. What if we had the skills and the systems to run our businesses that way? What would our production look like if we did? How balanced would our lives be with this type of a business? It is truly an exciting thought.

If you had that level of sales skills and consultation skills and had a strong team that would enable you to operate your business on that system, you would be paid better than that heart surgeon is paid. You have a bigger market to sell your services in than a heart surgeon has; there are more people who truly need your services than there are who need heart surgery. The question is whether you are truly taking advantage of that market and preparing yourself to be a leader in it. Strong, specialized skills and a team with the skills to support your work will free your time, so you can serve an increasing share of the market and enjoy a healthy personal life, as well. Imagine the life and the business you would have if you operated in this fashion.

What is your area of specialty in real estate? Where do your strongest skills lie? We all have exceptional skills in specific areas. When we know what they are, and are able to focus our efforts to make the best use of them, our clients benefit, and so do we. Specialization is very much a fact of life in the world around us. We see it more and more, not only in medicine, but in law, accounting, insurance, and even sports.

Let me share another example. When the NFL was first formed, players played both offense and defense. But, within a few years, we had players playing only offense or only defense. Starting in the 90’s, we had specialists: designated pass rushers; nickel backs; pass-catching running backs; blocking running backs. Each NFL team may have twenty guys, each of whom is on the team for only one function. They are specialists in the career of professional football.

To create a specialized, team-enhanced real estate business, you must first evaluate what you are skilled at doing, what you enjoy doing, and what needs to be done regardless of your specific skills and interests. Separate out those activities that you really dislike and those you are less skilled at doing. Then construct a plan that will, over time, remove those activities and delegate them to skilled and enthusiastic staff members.

For example, maybe you like meeting with clients but really don’t enjoy the escrow process. Solidify your escrow processing system, so a staff member can take it over, freeing you up to do the activities that you do enjoy. Or maybe you have a high level of skill in qualifying the buyer but don’t feel highly skilled at showing property. Set appointments in the office to qualify the buyers, but have someone else show property to them. The possibilities are endless.

Life is truly too short; each of us has only a limited time to enjoy life’s treasures. Why not make the most of your time by creating a business that is structured around your skills and your desires? Then hire, train, and coach a team of specialists who will complement your skills and help you achieve success. I truly believe that everyone involved — your clients, your staff, your family, and you — will win. With a system in place that makes the most of your abilities and of your staff, you’ll be able to achieve success faster than you can say: “Pass the scalpel, please.”

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The two Cs of objection handling:

1. Communication

When we look at our ability to communicate at the Champion Agent level, we need to evaluate our verbal, vocal, and visual communication skills. The vocal and visual are the most powerful when dealing with objections.

Verbal: These are the actual words and phrases you use to communicate to people. The words really don’t convey the complete story, since they account for only 7% of communication. However, it is hard to think about how best to use the vocal and visual to improve your communication and conversion if you are stuck focusing on the words. It is priceless to have mastered the words for the approximately forty major objections.

Vocal: This is the tone and pace of your delivery. This carries more weight than the words. We experience 38% of our communication using the vocal medium.

Visual: This is what people see when you speak. It’s the powerful, subtle yes head nods, confident posture, and eye-to-eye contact. This form of communication accounts for 55%. Your body language conveys how you perceive yourself and the value of your service. If you visually demonstrate that you are the best, the prospect and clients will have more faith in your claim. They can see right through practiced responses that are inconsistent with the body language. The salesperson who exudes confidence and excitement will generate the same feeling in their prospects and clients.

2. Confidence

When your confidence goes up, your competence goes up, as well. When you communicate your confidence, and the prospect feels that you are prepared to handle the objections that you might encounter, this will reduce the amount of objections they express to you, and they will sign more quickly. This confidence must come out from the initial contact with the prospect. My question is what do you need to improve on to dramatically raise your confidence? What skills do you need to practice? What mental attitude do you need to change? Is there knowledge that needs to be acquired?

Preparation is essential for Champion Objection Handlers. Learn who they are, so you can anticipate their needs and questions. Prepare the proper questions; prepare to listen, as well, and you can better direct the presentation to answer their objections before they come up.


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There is nothing that attracts business more easily than dominant market share. When you have increased your slice of the pie to the point that it dwarfs your competition, the prospects begin to seek you out.

I coach an agent on the east coast who, in the two towns she dominates, single handedly sells more homes than the number two and number three companies in sales and unit volume. One year she listed and sold 66 properties in her market areas, over which time the top competing companies together sold 59. And the balance just keeps tipping in her favor, because success breeds success and nothing indicates success better than dominant market share.

What is market share? Market share is the percentage of sales that you control in your marketplace. Market share can be based on listings taken, listings sold, buyer sales, sales volume, or sales by units. In any case, your share reflects the portion of total market activity that is represented by you or your company.

To calculate your market share, simply divide your or your company’s production against the overall production of your marketplace. For example, if 575 homes sold last year in your market area, and if your company sold 215 of those 575, then your company handled 37% of all transactions and controls 37% of the market activity (215 ÷ 575 = .37).

Also, calculate market share in various market segments. You might find that your overall market share is low but that you have a commanding market share in a certain neighborhood or price category.

Market penetration is another way to describe market share. If you command large share of your market, you’ve achieved significant market penetration. If your market share is minimal, your penetration is minimal as well.

A single agent can’t expect to penetrate a broad market overnight, if ever. For years, I worked the east side of Portland, Oregon – a geographic area that was home to 750,000 people. Even as productive as I was, with 150 home sales a year, my market share when compared to the size of the marketplace was miniscule. I barely scratched the market surface, let alone penetrate it. But within the market niche I’d carved, I was a dominant force.

A niche is a segment of the overall market. Niche marketers serve a select group of consumers whose interests and needs are distinctly different from the needs of the market in general. Think of niche marketers as big fish in small ponds.

You can create a market niche by serving consumers in a particular geographic area, consumers seeking a certain property type, a certain type of buyer or seller, a certain income category, the list is goes on and on. You can create a niche by focusing your efforts and increasing your penetration of FSBOs, Expireds, non-owner occupied properties, or small multiplexes.

The key to gaining penetration in a niche is focus. You have to decide which smaller section of the marketplace you want to work and quit trying to be all things to all people. Then, once you identify your niche, you need to create presence, penetration, and dominance, following these steps:

*  Make contact with prospects in your niche not just once but repeatedly over a compact period of time.

Studies show that it takes six impressions for a consumer simply to recognize or retain who you are. By increasing both the number and frequency of contacts with prospects, you can increase your market awareness, which is a first step in achieving market penetration.

*  Make personal contact. For most agents, the preferred method of contact with people located in a geographic segment is mail. They mail and mail and mail their prospects to death. They send refrigerator magnets, note pads featuring the agent’s name and face, local football, baseball, or basketball game schedules, annual calendars, and more. Guess what? That’s not enough to achieve market penetration.

A few years ago, I started working with a client named Sue who wanted to penetrate a large gated community where the turnover of homes was brisk and the sales prices were high. She’d given herself a tall order because another agent dominated the market and controlled more than a third of all the community’s real estate business. Luckily, though, the dominant agent had gotten lazy and reverted to easier contact approaches than face-to-face visits. Sue moved in with well-designed marketing pieces for use in mailing, but also with a well-crafted personal contact strategy. When all was said and done and her market share goal was met and exceeded, she determined that her success didn’t stem from marketing pieces that were better than the other agent’s pieces. Her success came from the fact that the people who lived in the gated community saw her frequently.

Whenever anyone in her firm listed a property in the community, she’d ask and receive permission from the listing agent to hold it open. Then, prior to the open house, she’d walk around the neighborhood personally inviting the neighbors. In between open houses, she provided the neighborhood with regular market updates. And on a constant basis she was personally very visible in the community, spending a few hours each week meeting and greeting her prospective clients.

When an expired listing came off the market, she showed up at the owners’ front door. When a FSBO sign appeared in a front yard, she was there, as well. In fewer than 20 months she went from a single-digit market share to a share of over 30%. Meanwhile, the once-dominant agent went from 37% to less than 20%. She had been beaten by the effectiveness of personal contact.

How to achieve market dominance

To become a dominant market force, you need to take market share from someone else. Dominance involves growing your percentage of the overall marketplace until you control a greater share of market business than any competitor. In some markets, which are shared by a great number of competitors, a 10% share might be dominant. In other situations, where fewer competitors exist, you might need 30% or even a higher share in order to be the dominant player.

To gain market share and dominance, first you need to gain recognition, which results almost automatically from simply doing more than you are expected to do:

*  Do more personal prospecting.

*  Create more useable market and industry information.

*  Have more communication with your clients.

*  Do more for your community, by sponsoring picnics, baseball or soccer teams, or community events as a few examples.

Doing more than is expected will earn you recognition and create a buzz about how you are different. Your reputation will be enhanced. Suddenly, rather than being an unknown agent you’ll be a “name,” a known entity.

Then, with the confidence you build through your awareness-development efforts go one step further. Dare to do things that no one else is willing to do.

 Sue, my client in the preceding anecdote, was willing to take the risk of rejection by calling on people and meeting then face-to-face. Her competitor, even though she was the market’s dominant force at the time, was unwilling to subject herself to the potential rejection. Of all the approaches I’ve seen, I believe that establishing more personal contact is the easiest, most cost-effective way to move to a position of dominance in a real estate market.

By taking each of the preceding steps – choosing a market segment, establishing contact, gaining awareness, establishing personal rapport, going beyond the expected, and daring to be different in your communication approaches – over a period of 18-24 months, you will penetrate your target market niche and be well on your way to achieving market dominance.

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We are all faced with call reluctance at one time or another in our sales careers. We all know that we need to prospect and make calls daily to generate new business. However, knowing and doing can be two entirely different things. The fear of calling can be a career ender for many sales people.

Let’s take a look at what most Agents do when call reluctance hits. Most Agents take the worst possible action…they avoid the calls. Are you avoiding the calls when call reluctance hits? The problem with that plan of action is that avoiding something out of fear only teaches you to fear it more.

Taking this plan of action only makes the challenge larger and harder. Your call avoidance only intensifies your anxiety, which leads to greater reluctance and greater avoidance. We have all lived this pattern, leading us farther down the slippery slope of call reluctance. How do you break this pattern of destruction? There is a five-step strategy to overcome call reluctance:

 Strategy #1: Take Stock of Yourself and Your Skills

Most people who are chronic call reluctance sufferers are their own worst enemies. They are experts in all of their own faults and shortcomings. They see only their weaknesses, not their strengths. To be successful at prospecting over the phone, we have to have a clear sense of what we can provide to the prospect. Until we have a clear understanding of our value, we will never achieve comfort in prospecting over the phone.

The overcoming step is to evaluate what you have to offer the prospect. Take inventory of your skills and abilities. Understand your track record of results. Review your list of satisfied clients and the reasons why they’re satisfied.

  1. List the things you can do for the prospects.
  2. List the qualities that make you the person they should work with.
  3. List the specific benefits of your services.


Always have these lists ready by the phone. This way you can easily review them before you begin to call. You will also be able to use them during your call to convince the prospect to work with you. Many of us are challenged because we see making a call to a prospect or even a cold opportunity as an unwanted interruption. By using this list, you can change your mindset to see that you are giving the prospect a valuable opportunity to be served by you. We need a new perspective of opportunity.

Strategy #2: Set Realistic, Achievable Daily Goals

We can easily get ahead of ourselves. By setting a daily goal that is realistic, we can create momentum. People who are challenged with call reluctance often believe that they need to make 20, 50, or even 100 calls a day to make a difference. Since they can’t do that, they avoid even starting. Start with a small number you can commit to daily. We have seen Agents double their businesses in a year by making 5-10 contacts a day. A little goes a long way. Prospecting is like Brill Cream: a little dab will do you. It just has to be used every day.

Set manageable goals for each week, and then break them down into goals for each day. If you are struggling to hit the daily goal, break it down to each part of the day or even each hour if necessary.

Make it into a game. How many calls can I make before lunch or before my next appointment at 10:00 am? Make the target achievable. You want to achieve the feeling of accomplishment. When you achieve the goal, reward yourself. We call it celebrating the victory. Part of being effective in calling is learning to reward yourself along the way. The mouse wouldn’t work as hard to get to the end of the maze if the cheese wasn’t there. The reality is that we are no different. You have to create small rewards along the way.

 Strategy #3: Control Negative Self-Talk

We all have an internal voice. Sometimes, that voice is our biggest fan and encourager. Other times, it feels like that little voice is chaining us to a cement block and pushing us into a deep river. That internal voice can challenge us for good or bad; it can criticize and chastise us, as well.

For those of you who are challenged by call reluctance regularly, this negative self-talk can be particularly aggressive. It can become almost hyperactive when you are preparing for a sales call. When you go to pick up the phone, the negative self-talk turns up the volume and intensity.

“They are going to reject you.”

“Why would they use you instead of these other Agents?”

“Maybe there is another way to do this.”

“I should really be handling the problem transaction.”

“I need to do more research before I make this call.”

Meet the challenge of the negative self-talk head on. If you do, the voice will get quieter, and after a few dials, it will go away completely.

If you are really struggling, write down what the negative self-talk is saying. By having it down on paper, you can refute what is being said in your mind. The only way to repel the voice is to create the responses that defuse the arguments. It’s the difference between your thoughts controlling you, or you controlling your thoughts. You are in charge here.

The difference between you and the mouse is that you can change. The mouse will go back forever and look for the cheese. You know better than that. Take the steps to go a different direction for a newer, better opportunity.

Strategy #4: Visualize the “Perfect Call”

We often begin each call by envisioning rejection. We begin each call with the thought process, “I hope they’re not home.” Mentally, we are poorly prepared. Even if they are present, we may not be. Do you visualize them hanging up the phone in disgust, or is there a voice telling you they are happy to hear from you? We often have a horrible movie playing in our head. Those negative images are making the calls more difficult to execute.

We can create the outcome before we ever pick up the phone. Those negative visions create self-fulfilling prophecies. We get caught going through the motions without the results we desire. There are two key reasons we end up short of the outcome we planned for:

  1. The “negative visions” generate stress, and the mental stress blocks performance. We are preoccupied with the stress. We are waiting for the other shoe to drop, so we can be right. Henry Ford said, “If you think you can or think you can’t, either way you are right.” You will create the outcome you visualize.
  2. The “negative visions” are a rehearsal. The more you run the negative through mentally, the greater the probability of reproducing it in reality. Remember, practice doesn’t make perfect…only perfect practice makes perfect. All practice does is make it permanent. The mouse practiced going for the cheese even when the cheese was taken away.


We must visualize ourselves talking on the phone with confidence. We must have a “bring it on” attitude. We must visualize ourselves handling the objections efficiently and effectively, and we must visualize ourselves setting an appointment.

 Strategy #5: The One-Call or Ten-Minute Strategy

It’s really easy when you are in call reluctance to envision hours of calling and toiling on the phone. You believe that you are going to have to bear hours of rejection to generate one measly lead. Then you figure you might as well give yourself the day off, and you can make it up tomorrow.

Resolve, before you give up for the day, to make 10 minutes worth of calls. The truth is any of us can make the calls for just 10 minutes. When you have completed 10 minutes or a certain number of contacts, like two or three, you are free to quit guilt-free. You have “bought” your freedom for the day.

You have taken a big step to breaking through call reluctance. Do the 10 minutes and know you are progressing out of call reluctance.

The other thing you will discover is that the hardest part is behind you. You can tap into the momentum you have just created. I guarantee that the next dial will be easier and not feel or look so intimidating. You have started to control the negative self-talk. You can choose to continue on. This is the best commitment you could make and keep for yourself.

Call reluctance is real for every salesperson. There is no one who doesn’t suffer from some form of call reluctance. If some claim they don’t ever have it, just realize they must have deeper psychological problems to deal with. Apply the five steps today and work to overcome call reluctance.

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Think of your marketplace as your playing field, not unlike an athlete views a football field, basketball court, or hockey rink. The better you know every inch of that playing field, the more you can exploit it to your advantage.

Before I became a real estate agent, in my early twenties, I was a racquetball professional. I played hundreds of tournaments over my sports career, and my best games were always at my home club. There, we had a court with floor-to-ceiling glass on the right side and back wall, making it particularly difficult to see in the back right–hand corner where the two walls of glass converged.

When players came for tournaments at my club, they struggled to pick up the ball in that corner – giving me what you might call a significant home field advantage. I rarely lost a match on that court.

Real estate is like any other competitive endeavor. If you learn all there is to know about your playing field, you’ll acquire a competitive advantage that will distance you from the competition and build the basis of your success.

The most challenging aspect of gaining market knowledge is determining what facts to collect and where to find the information you need. Fortunately, a number of readily accessible resources are available to real estate agents. All you have to do is contact the right people and ask the right questions. The following sections will help you on your data quest.

Your Local Board of REALTORS®

All professional agents belong to REALTOR® associations that compile and make available a wealth of statistical information. The facts you can obtain from your local board include:

  • The number of agents working in your marketplace. This information helps you understand your competitive arena. It also allows you to track whether your competition has expanded or receded over recent years.


  • The production of the average agent in terms of units and volume sold. By obtaining this information and comparing it with your own production units and volume, you will be able to contrast your performance against the other agents on your local board. This information will be useful in your effort to calculate your share of the market. It also helps you understand how you stack up against the other agents your prospective customer might be considering.


  • Experience levels of agents in your field. Most Boards of REALTORS® keep information regarding the percentage of agents recently licensed and those with three, five, and ten years in the business. This information provides you with another factor against which to measure your competitive position.


Meet with the executive director of your local Board of REALTORS® to learn the extent of information that is available to you, how frequently new research is released, and how you can obtain copies for your ongoing review.

Your Local Multiple Listing Service

The Multiple Listing Service, commonly called the MLS, keeps statistics of all the listings and sales in your area that are processed through the MLS.

The MLS does not cover every sale due to the fact that some sales bypass the system. Often, new construction builders, particularly in very robust markets, don’t submit their inventory into MLS. Agents also sometimes sell properties themselves or in-house, and those sales are not submitted to MLS. However, the MLS, in most markets, covers more than 95% of all marketplace sales, and it represents the surest indicator of real estate activity in your region.

The MLS can give you key market statistics including:

  • Days on the market averages
  • Listing price to sale price ratios
  • Listings taken versus listings sold ratios
  • Geographically active markets inside your service area

Nearly all real estate agents recognize the MLS for its significant role in increasing communication and exposure of real estate properties. Fewer real estate agents recognize the MLS for its powerful but under-utilized role in reporting trends and performance of agents, companies, and subsets of the marketplace. Access and put this information to work to your advantage.

The National Association of REALTORS®

There are a number of national resources that you can access to obtain a wealth of knowledge and statistical trends. The best is the National Association of REALTORS® (NAR), which produces some wonderful studies, reports, and market statistics that most agents never use. The truth is most agents don’t even know they are available.

Their monthly “Real Estate Outlook” publication provides a national view of real estate sales: What has happened in terms of sales, days on the market, what people are purchasing, what financing they are using, emerging trends, and predictions for the future. This is a powerful tool in the hands of a successful agent. If you aren’t currently receiving and reading it, put it into your information arsenal immediately.

They also conduct annual surveys and studies of home sellers and homebuyers. They delve into why consumers selected particular agents, what services they sought from agents, and what geographic areas, home amenities, and features caused them to buy. This type of knowledge will enable you to provide the highest level of counsel and value to your clients.

NAR also issues reports on second home markets, investment properties, financing options, and many other topics. It’s one of the best services that NAR provides, but it’s the service that agents use the least. Make yourself an exception and dive into this deep pool of information.

Visit the NAR website at to obtain an overview of the association, to access quick links to useful sites including REALTOR® Magazine Online, and to subscribe to receive e-mail updates on real estate topics and statistics.

Other Sources of Marketplace Information

Consult your broker about company-compiled statistics on regional trends and also on your firm’s market share and market penetration. Especially if you work for a regional or national real estate company or franchise, your organization has likely commissioned studies that will be useful to your fact-gathering efforts.

Also, if you live in a state where sellers provide title insurance to buyers, the title companies often conduct market trend reports that allow agents to better understand the marketplace they are working in.

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The solution is to plan what you are going to say beforehand, so that during the presentation you can focus on language, tonality, and the following four steps to a great delivery.

Step 1: Conviction

Webster defines conviction as “a fixed or firm belief.” I’d add that there is nothing more compelling than conviction. Your belief that you can get the job done draws the client to you. Your belief in the value of their home or how their home should be sold earns their trust. Your firm belief about where the marketplace is headed backed by statistics that prove your point sells you and your recommendations.

 Before you go face to face with sellers, determine the three things that you are going to express with absolute conviction. If your sellers share your views (you’ll know based on your prospect qualifying work), that’s a bonus. If their views are opposite yours, be doubly persuasive and resolute in order to win them over to your point of your view and gain their signature on the listing contract.

Step 2: Enthusiasm

Enthusiasm sells in spades. People want to work with those who are enthusiastic about their home and the market. If the market is tough, you have to be frank and honest; you can’t just hide market realities. But you can still be enthusiastic and show that you are excited about the opportunity to “beat the odds” of the marketplace.

Your listing presentation will be more interesting if you are enthusiastic about your career, your business, their home, and the sellers as people. There is an old sales adage: “Enthusiasm is to selling as yeast is to bread. It makes the dough rise!”

Step 3: Confidence

I believe that in my early sales career, confidence was my secret edge. Even when I was new to the game, I was confident I was the best agent for the seller . . . the result of a deeply grooved expectation of victory that came from athletics.

Where have you experienced victories? Tap into those past experiences as you pump up your confidence in preparation for prospect presentations.

If you lack confidence, determine what you need to do to up level your belief in yourself and your ability to achieve success. What activities would help increase your confidence? What skills do you need to master to dramatically affect your confidence? What one thing, if you did it with excellence, would change your self-confidence?

Webster defines confidence as “a belief in one’s powers or abilities.” The great success motivator Napoleon Hill says, “What the mind can conceive and believe, it can achieve.”

 I saw evidence of this truth a few years ago while working with a great agent in North Carolina. She didn’t have confidence in herself, nor did she think she was a great agent. Even when she closed 100 units a year, she was still self-sabotaging her success.

I asked her to write out her standard of a great agent. She did so with great and specific clarity. Six months later, she had met the standard to a tee but was still in self-sabotage mode. Fortunately, I’d saved her written document and could re-present it to her as proof of her success. She has never looked back.

Step 4: Assertiveness

Agents don’t want to come off as pushy or aggressive in their sales approach, and, by mistake, they shy away from assertiveness, as well.

The definition of a great salesperson is “a person who convinces someone to do something that is beneficial to them or convinces them to do it faster. Going for the close or asking for the order is not pushy. It’s assertive. As a real estate agent, your job is to persuade prospects that you have the best service, the best value, and the highest probability for their success and to convince them to sign up for the benefits you provide, now!

One of the easiest ways to exert your assertiveness is to tell the prospect what’s coming. Early in the presentation explain, “At the end of my presentation tonight, provided we’re all in agreement, we’ll finalize the paperwork, so I can begin to work for you right away.” This bit of foreshadowing may come in useful should you encounter resistance at the time of the close, at which time you can use one of these scripts:

“This should be no surprise. I told you I would ask for your business. You want me to follow through on what I commit to you, don’t you?”


“I’m proving to you right now that I follow through, right? Listen, Mr. and Mrs. Seller, homes are sold, not bought. The reason conversion of leads is so low is because many agents lack assertiveness with the buyer. So my question is: Do you want an agent that you know will for sure ask every buyer to buy or an agent that you hope will do that? Which gives you more comfort?”

Being assertive in selling is a good thing.

So plan what you are going to say beforehand by following the four steps of conviction, enthusiasm, confidence, and assertiveness. Then you can focus on what is going to be the most effective and have the greatest impact your presentation – body language and tone.

Want to learn more about listings? Take a look at Dirk’s free white paper, “7 Solid Systems to Create More Listings”:

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The single most important skill for a Real Estate Agent is sales-ability. No matter where you are in your real estate career, decide right now to master the skills of selling in order to fuel your success.

It’s hard to believe, but it’s true, that more than 95% of Agents lack top-level real estate sales skills. The reason I know this is because I coach some of the best and highest-earning Agents in the world, and even they believe their sales skills can use improvement. The difference between them and other Agents is that they realize that sales skills are vital to success and they continuously seek excellence in this area.

To follow their example, make it your priority to develop and constantly improve your sales skills, especially in these areas:

  • Develop sales skills to secure appointments.
  • Develop sales skills to persuade expired and for-sale-by-owner listings to move their properties to your business. This lucrative and largely untouched field.
  • Develop sales skills to make persuasive presentations that result in positive buying decisions. You can do this in every step from pre-qualifying prospects to planning your presentation, perfecting your skills, addressing and overcoming objections, and ending with a logical and successful close.

We are now no longer in the robust market conditions we had experienced in the 90s and early 2000s, where leads were abundant and relatively easy to attract, especially Buyer leads. So when the market slowed, as it inevitably would, real estate success becomes less automatic. Only great sales skills guarantee that you – instead of some other Agent – will win clients no matter the market conditions. The best Agents make more money in a challenging market than in a robust market.

Regardless of economics, every market contains real estate buyers and sellers. No matter how slow the economy, people need or want to change homes. Babies are born. Managers get transferred. Couples get married. People divorce. And real estate opportunities arise for those with the best sales skills.

The way to build immunity to shifting market conditions is to arm yourself with skills in prospecting, lead follow-up, presentations, objection handling, and closing.

If you have a strong desire to improve your income & quality of life, I urge you to check out the video by Dirk and take the first step here:

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